When we were creating The Beast, we had that exact question. How do we scale this thing? How do we make sure that nothing is too hard? We had this great plan: On the first day, we??ll have all these really hard puzzles??there??s no way anybody??s going to be able to solve them. At the end of the week, we??ll release all the same puzzles but make them way easier. They??ll be clued differently, and they??ll be much less obscure. Most people will be able to solve them by then. And a week after that, for the people who still haven??t quite gotten there yet, we??ll release a really, really easy version of the puzzle that everyone can solve.

We had this 15-day roll-out plan. Day one comes, and we release the hardest version of the puzzles. Within two hours, every single puzzle we had thought up was solved.